Table of Contents

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part one TEXT 1
1 What is strategic marketing?
2 Understanding consumer behaviour
3 Organisational buying behaviour
4 Understanding the competitive environment
5 Understanding the macroenvironment
6 Strategic marketing analysis
7 Marketing strategy formulation
8 Relationship marketing strategies
9 E-marketing strategies
10 Marketing strategy for services
11 International marketing strategy
12 Analysing strategic marketing case studies

part two CASE STUDIES
British Telecommunications plc (2001): strategic challenges
BT plc: brave new world
Competition in the UK ice cream market
London Olympics 2012: the race for sponsorship
Abbey: mortgage marketing in the UK
Glaxosmithkline in South Africa
UPS: 100 years of turning brown into gold
News Corporation in the British newspaper market
A tale of two wine brands
BriCol Engineering Ltd
Crisis in the European airline industry
Golden Arch Hotels
Marketing Australia to the world
Trouble with the CPC100

part three READINGS
Interaction, relationships and networks in business
markets: an evolving perspective
Revisiting marketing’s lawlike generalizations
Relationship marketing: the strategy continuum
Antiglobal challenges to marketing in developing
countries: exploring the ideological divide
Value-based marketing